Framework

Stage-gated marketing budget

The question it answers

When a business owner is about to fund marketing for a new service, how should spend be released gate by gate and stopped if quality, conversion or repeat use fall short?

Origin
Cooper, 1990
Diagram type
Process by phase
Level of analysis
Firm
Topics
Marketing & salesCorporate finance
Megaphone aimed at a glass target, icon for marketing and sales

Diagram

Stage-gated marketing budget

  1. Phase 1
  2. Readiness
  3. Phase 2
  4. Small measurable pilot
  5. Gate AStop or continue against criteria set in advance
  6. Phase 3
  7. Conditional scale-up
  8. Gate B
  9. Phase 4
  10. Awareness channels

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Cooper, R.G. (1990) ‘Stage-gate systems: a new tool for managing new products’, Business Horizons, 33(3), pp. 44–54.doi:10.1016/0007-6813(90)90040-iSource page